Keeping control of email frequency

Latest posts | Feed | By Mark Brownlow on August 09, 2007

calendarOne issue that crops up in larger organizations is the issue of email frequency. Not how often you or your group sends out emails, but how often your customers or prospects get email from your business.

That's not the same, because on top of your messages, they might be getting any number of emails from other parts of the business, too.

Sending too much email is a surefire way to kill responses and annoy subscribers. But there's a second issue here, too.

Is each email pulling on the same brand string? Is the tone, style, imagery, branding, colors, messaging projected by each source of email appropriate?

That's where the email gatekeeper role comes in. But what do they do and how do they keep both subscribers and colleagues happy?

Since the subject pops up at regular intervals, here are a few articles that will help:
  • Lauran Skena describes her gatekeeper role at National Geographic within this piece at the EEC.
  • Loren McDonald talks about centralizing email marketing at MarketingProfs.
  • A case study of how CoreNet Global solved the problem (behind a membership barrier but well worth reading)
  • MindComet on prioritizing (with additional suggestions here)
  • Jeanne Jennings describes the process a business should go through to ensure the email list is protected from overuse.
The first step, of course, is to find someone to take responsibility and to get all parts of the business aware of the problem...

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[This post brought to you by Campaigner Email Marketing]
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